Advertising & Consumers Essay Example | Topics and Well Written Essays - 2000 words

Advertising & Consumers - Essay Example and Trehan, R. (2011) as advertisement. According to Bishnoi and Sharma (2009), advertisement refers to a persuasive, normally paid for, impersonal communication on services, products or ideas through various media by a specific sponsor. The intention of the advertiser would be to spread ideas on the product and offerings, recognised by Belch, George Edward, Belch, George Eugene & Belch, M. (2006) as a marketers’ tool of communication to customers. Wang, Zhang and Ouyang (2009) categorise the effects of advertising as either intermediate, which influences the beliefs and attitudes of consumers or behavioural, which relates to the purchase and brand choice of consumers. Advertisement banks on psychological factors that influence consumer behaviour to reach out to the customer. These psychological factors include learning, personality and lifestyle, attitude, image and individual needs. Studying these factors would guide the advertiser on the message, ad-appeal, colour, illustra tions, media, media scheduling and the layout of the ad-copy among other critical advertisement factors. If these consumer behaviour factors would be related to the target audience, advertisers would come up with effective advertisements. Impact of advertisements on consumer behaviour ... Sutherland (2009) appreciates the importance of repetition in advertisements with consistency in messages so as to increase familiarity especially with the use of a catch line, an observation opposed by Chung and Zhao who noted that â€Å"ad repetition has no influence on perceived humour and overall effectiveness of advertising† (2003, p.121). Percy and Elliott (2012) add to this debate arguing that in direct response advertising, there would be no need for repeated advertising as action terminates with a single purchase. Consumer choices would be influenced by the brand and product image and their perception towards them (Percy & Elliot, 2012). Through advertisement, advertisers could change consumers’ perception through association of the product with attributes appealing to the needs of the consumer. Consequently, in their minds, consumers would associate that attribute to that particular brand more than they would for competitor’s brand, thus influencing pur chasing behaviour (Sutherland, 2009). Different organisations would have differences in their dependencies on advertisement to sell their products. For example, a cereal company would have to advertise more due to the existence of varied competing products as opposed to a power company which has minimal or no competition (Yeshin 2006). A strategy that advertisers employ to influence consumers to purchase products has been noted to be the creation of a feeling of lack or scarcity (Wells & Foxall, 2012). But noting the role that brands play in influencing consumption of products, Dahlen, Granlund and Grenros (2009) introduce an important role of advertising in brand

Euthanasia Term Paper Example | Topics and Well Written Essays - 1250 words

Euthanasia - Term Paper Example There are a plethora of perspectives which must be considered and this paper will shed light upon the most important perspectives. No religion in the world would vouch for assisted suicides as it is a huge sin to bring your life to an end and it is an even bigger sin to help someone die but in the case of terminally ill people it is a different story. There are several NGOs that have been established to help terminally ill people; Dying with dignity is one such NGO which is located in Canada. The members of the NGO have been trying hard to help terminally ill people, the NGO supports assisted suicide but at the same time they have been trying to ensure that the terminally ill patients die without any pain and they die with dignity. In some countries it is against the law to assist terminally ill patients to commit suicide. Final exit network is another NGO which helps terminally ill patients in assisted suicides. This NGO is known for accepting patients who are suffering from fatal diseases like cancer, heart failure, Parkinson’s disease and so on. Usually it is very difficult for such patients to be adopted by an NGO but Final exit is an exception and it accepts almost everyone. The near and dear ones of the terminally ill die each day, they suffer from physical and emotional trauma isn’t assisted suicide better than dying each day? It may not be the best option but when emotional pain and suffering supersedes everything, one is left with a handful of options.